Salon owner reflects on entrepreneurial journey

This is the season for everyone to head to their favorite salon or spa and get made over, coiffed and dressed up as people celebrate with family and friends for the holidays.

The seasonal boost in business is cause for extra celebration for the hundreds of small beauty businesses in Fort Lauderdale, including Francesca Guerrera of Francesca Guerrera Salon and Spa, which recently marked its third year on Las Olas Boulevard with a customer appreciation reception.

Fans of the make-up artist and her Francesca Guerrera Perfect Skin Foundation seek her out, including Merrie Heniser of Pompano Beach, who stopped into the shop last weekend for a refreshed holiday hair style.

“I used to buy her make-up when I lived in Indianapolis,” said Heniser, who makes time for regular visits to Guerrera’s salon. “I trust her because of her background. She’s not going to sell or suggest anything for her clients she wouldn’t apply to herself.”

Guerrera says her salon serves an eclectic clientele from the soccer mom and the corporate powerhouse to professional athletes and television personalities. There, they can purchase high-end and exclusive products, including her foundation , which can also be purchased online.

Opening the Las Olas business was no small feat, Guerrera said, adding that she went through personal and professional milestones on the way to reinventing herself.

She started in the industry more than 25 years ago as a makeup artist in California. On the way, her entrepreneurial side developed along with her love of experimentation, leading to the research and development of blends and colors for her own product line featuring everything from lipsticks to foundations. She launched a salon business in Cape Cod serving such celebrities as Maria Shriver, other Kennedy family members and super models such as Nikki Taylor.

Riding high on her accomplishments, Guerrera sold that Cape Cod business and relocated to Boca Raton to focus on the manufacturing, warehousing and distribution of her budding cosmetics line.

All her past connections and achievements could not save her, though, from a series of bad business decisions and a declining economy, she said.

After several years of freelancing, regrouping and accessing her risks, Guerrera launched her Fort Lauderdale salon and spa in 2009 with three employees; she now has more than 20.

“People thought it was a crazy time to do this, but I never lost confidence,” said Guerrera.

“Based on the knowledge I have about the body and hair, I knew I could provide quality services in a comfortable and relaxing environment for customers to enjoy and want to come back to.”

Though wiser, “every day is a learning curve,” said Guerrera, who is working to expand her product line once again. “I feel fortunate, and it feels good to have a business like mine, created from opportunity and a little luck.”

Francesca Guerrera’s makeover

GUERRERATOOK A BREAK FROM RUNNING HER OWN BUSINESS: she freelanced and worked for others. “I got to experience being an employee,” she said. “I think that has made me a better employer.”

STAY FOCUSED, says Guerrera. “The key is to not get desperate when things are not going well.”

DON"T THROW AWAY what works, says Guerrera, who recreated elements of her previous salon in her Las Olas location. “It’s about creating a feel, a place to come to get pampered, to obtain high-end exclusive products and treat yourself,” she said.

HAVE A BUSINESS MIND, and turn to experts for legal and financial matters to keep your business healthy and safe, she says.